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McDonald's moves UK boss back to its US headquarters

28 April 2006

McDonald's has moved its UK chairman and chief executive Peter Beresford back to its US headquarters where he will join the company's global marketing department.

Beresford will take on the newly created role of strategic global brand development on Monday (1 May) and will report to McDonald's global chief marketing officer Mary Dillon. He is expected to be replaced Steve Easterbrook, who is second in command in the UK.

Prior to his leadership of McDonald's UK, Beresford, who has been working at the fast-food giant for 30 years, served as executive vice-president and chief operating officer and was a member of the board of directors for McDonald's Japan, where his responsibilities included strategic planning and marketing and communications.

Dillon said: "This new role is being created to bring additional strategic focus to our brand's global development and position in the future. Beresford brings significant management and marketing experience to help lead these efforts. He will lead the company's work in the areas of brand positioning, creative framework development and implementation, advertising practices and agency relationships."

Beresford's reassignment comes just days after McDonald's unveiled a multimillion-pound revamp of some of its 1,200 stores in the UK and a week after the company announced the launch of a nationwide poster campaign highlighting its positive business practices.

By Kerstin Kühn

This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.

Source: mad.co.uk

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